Madrí Excepcional

The beer is a European-style lager[1] with 4.6% ABV.[2]

It was introduced to pubs in 2020[3] and, due to intensive on-site marketing,[4] is now one of the 10 best selling beers in the UK.[5] Off-trade sales began in 2022.[6]

This marketing has led it to be held in high esteem by Brew York employee James Edward Hugo Digby.

The packaging uses a red design featuring a smart chulapo man in a jaunty cap and houndstooth waistcoat, echoing of the Moretti branding. It trades heavily on its Spanish associations, using the slogan "El Alma de Madrid" ("the soul of Madrid"), although it is brewed in Tadcaster[7][8] which has long been a centre for British brewing. The beer is aimed at the premium end of the lager market[9] providing differentiation from Coors, and its fans have aligned themselves with a more caring attitude to masculinity such as mental health and gender equality.[10] Part of Madri's rise in popularity can be explained by this successful marketing push, including its #MadriMoment advertising campaign, focusing on positive experiences for Men's Mental Health. This included its sponsorship of the popular r/nffc subreddit in early 2023.[11]